The Vegetarian Society Announce New Branding

The Vegetarian Society, original pioneers of the modern veggie and vegan movement way back in 1847, is proud to announce a bold evolution of its brand. In collaboration with Manchester-based ‘Instruct Studio,’ the charity has embraced a contemporary feel while preserving its rich heritage as the world’s oldest vegetarian and vegan campaigning organisation.

Campaigning has always been at the heart of the Vegetarian Society, and now, with an expanded vision, the organisation continues to build a compassionate community driven by a collective desire for a kinder, healthier, and more sustainable future for every life on earth. This transformation will be most evident in the Society’s communication strategy, featuring punchier, more direct messaging and impactful calls to action.

Richard McIlwain, Chief Executive of the Vegetarian Society, shared his thoughts on the rebrand: “It’s with the future in mind that we’ve decided to evolve our brand, in line with a Society that wants to be far more outwardly focused on creating real change – for the rights of animals, for the sake of our own health, and of course for the future of the environment on which we all depend. While our traditional ‘V’ symbol has evolved to reflect a more confident and assertive organisation, we’ve been mindful not to lose sight of our heritage. After all, no one else can claim more than 175 years of campaigning on vegetarian issues.”

Part of this rebrand is the newly named membership magazine, ‘The Pod,’ aimed at embracing a broader demographic interested in changing their diet and lifestyle to reduce their impact on animals, health and the environment. Plus a redesigned website, reflecting the organization’s commitment to staying at the forefront of change.

John Owens, Creative Director, Instruct Studio: “We harnessed the passion for change within the society in our initial workshops and worked closely to develop messaging and tools to fight the good fight, our first challenge was a new distinctive ‘V’ symbol which acts as a flexible container device. The typography was sourced from original recipe books found in their extensive library giving a nod to the history, alongside new bolder type to make impactful messaging. In an ever-increasing digital world the brand is built to cut above the noise and get straight to the facts, we couldn’t be more excited to see how it will grow over the coming years.”



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